Brand Tone

Playful & Fun, Enthusiastic & Passionate, Bold & Confident, Friendly & Approachable, Reassuring (regarding safety & quality)

Brand Values

• •Individuality & Self-Expression
• •Joy & Happiness
• •Quality & Safety
• •Innovation & Creativity
• •Family & Connection

Best Practices

• •Embrace the "Anti-Boring" Mantra: Every piece of copy should, in some way, reflect the core mission of fighting against "boring baby stuff." Use vivid, energetic language. Don't be afraid of exclamation marks, playful adjectives, and a touch of humor.
• •Speak Parent-to-Parent (with a wink): Adopt a conversational, friendly tone, like talking to another parent who "gets it." Acknowledge the chaos and joys of parenting with a knowing, positive spin.
• •Highlight the "Why" Beyond the "What": Don't just list features; translate them into benefits that resonate with the desire for joy, individuality, and ease. For example, instead of "Easy to fold," try "Folds faster than a toddler's mood swing! (Well, almost!)."
• •Be Visually Consistent with Your Words: Ensure the playful, colorful, and bold nature of the products is mirrored in the vocabulary and sentence structure. Use descriptive words that evoke brightness, patterns, and excitement.
• •Create a "Cosatto Voice" Guide: Develop a simple internal guide with "words we love" (e.g., vibrant, zoom, giggle, adventure, magic, pop) and "words we avoid" (e.g., mundane, ordinary, basic, difficult). This helps ensure anyone writing copy stays on brand. Regularly review and update it with successful examples.

Social Perception

Stylish & Fashion-Forward, High Quality & Durable, Fun & Unique, Premium Brand, Trustworthy (for those familiar)

Copy Examples

• •Product Ad (Stroller): "Why stroll when you can rock 'n' roll? Our [Product Name] stroller isn't just about getting from A to B, it's about turning pavements into runways and errands into adventures! Packed with personality (and genius features for you). #CosattoAdventures #NotBoringBabyStuff"
• •Social Media Engagement Post: "Parenting truth bomb: Sometimes the only thing more colorful than your toddler's imagination is their Cosatto kit! 😉 What's the most 'un-boring' thing your little one has done this week? Share the giggles! #CosattoKids #JoyfulParenting"
• •Email Subject Line (New Collection): "WARNING: May cause extreme happiness & pram envy! 😉 Our new collection has landed!"
• •Website Banner: "Banish the Beige! Discover baby gear that’s as vibrant and unique as your little superstar. Quality, safety, and a whole lotta wow! Shop Cosatto Philippines."
• •Promotional Copy: "Ready for a splash of extraordinary? Get [X]% off our happiest highchairs this week only! Because mealtime messes should at least look fabulous. #CosattoStyle #HappyBabyHappyParent"